Abstract
Estimated at $1.5 billion in 2008, the household surface cleaners market has seen sales fall from 2003-08. This is largely due to broader trends such as more consumers taking a more relaxed approach to cleaning than in the past.
This report hones in on the following issues that drive the surface cleaners market:
- The impact of the economic downturn, which since 2007, has led consumers to seek ways to cut household cleaning costs; and competition with household cleaner costs
- The impact of the broader green movement on the household cleaners market and examines the success of green cleaners
- How advertisers are focusing on natural living, while still targeting moms and family health.
- New product innovation, specifically brand extensions, private label offerings, eco-friendly products, new premium scented offerings and time saving gadgets
- How often different consumer groups clean and which areas they tend to clean most frequently (kitchen, bath, etc.)
- Which products and brands are most popular among different consumer groups
- Which consumers are most interested in products that can help them to save money, save time or reduce the stress related to household responsibilities
- Attitudes towards and interest in all-purpose vs. more specialized cleaning products
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